As one of its major launches in Britain in the run up to summer 2015, Diageo has entered the white rum category with Captain Morgan White Rum. The firm says that with the new rum it intends to attract new consumers, especially 25 to 35 year-olds, to white rum.
The launch comes as the firm says its established brand Captain Morgan Original Spiced Gold has returned market-beating sales growth in the last year.
Sales of golden rum are ahead of total rum by 1%, but Captain Morgan Original Spiced Gold has been in consistent double digit growth across both off and on-trades, adding the most incremental volume of any brand to the entire category, year on year, Diageo said.
